I WILL NOT BE PARTICIPATING AT PARIS 2024
Top Paralympians Challenge Language Bias with "I Won’t Be Participating at Paris 2024" Campaign
Some of the world’s top Paralympians have boldly declared they won't be “participating” in the Paris 2024 Paralympic Games. This statement is part of a new International Paralympic Committee (IPC) campaign aimed at challenging language bias in sports.
As part of the social media campaign, Paralympians like Australian canoe champion Curtis McGrath, Italian sprint star Amber Sabatini, and Argentinian wheelchair tennis ace Gustavo Fernandez have shared a series of graphics on Instagram. The first image in the series states, "I won’t be participating at the Paris 2024 Paralympic Games." But as followers swipe through, they discover a powerful twist: the athletes declare, “I will be competing.” This shift highlights the often-overlooked fact that Paralympians are not just participants but fierce competitors with exceptional abilities and a strong drive to win.
The campaign’s goal is to spark a conversation about the language used to describe Paralympians compared to athletes without disabilities. It builds on the IPC’s previous "Paralympic Dream" film, which initially presented the Paralympics as an ideal of sporting harmony before revealing the impressive athleticism and intense competition that defines the Games.
Craig Spence, the IPC’s Chief Brand and Communications Officer, explained: “Paralympians are often referred to as ‘participants’ rather than ‘competitors’ in the media. At the Paris 2024 Paralympic Games, we’re setting the record straight.
“After years of training and dedication, 4,400 of the world’s best Paralympians are coming to Paris to compete at the highest level. Across all 22 sports, we expect intense competition and the greatest Paralympic Games yet in terms of performance.
“Language shapes perceptions, especially when it comes to persons with disabilities and Paralympians. It’s crucial to use the right language, which is why we launched this campaign to spark interest ahead of the Paris 2024 Paralympic Games.”
The social media strategy was developed by adam&eveDDB, an agency known for its award-winning international campaigns for the IPC.
Richard Brim, Global Chief Creative Officer at adam&eveDDB, shared: “Collaborating with the IPC on this campaign has been fantastic, and we’re thrilled to see Paralympians supporting it. Language is powerful, not just in how we describe others, but in the ‘doing words’ we choose. This campaign is a great way to remind audiences why they should be excited about the 2024 Paralympics.”
Paralympians have been sharing these messages across their social platforms as part of a broader campaign featuring bold visuals and the tagline “They’re not here to play games.” The campaign also provides information on where to watch the Paris 2024 Paralympic Games.